September 16, 2010, 5:02 PM

Hotels.com goes mobile in Europe, Middle East and Africa

The travel site says it expects m-commerce will generate significant revenue.

Zak Stambor

Managing Editor

Lead Photo

Mobile shoppers in Europe, Middle East and Africa and now shop on Hotels.com through their phones

With more consumers turning to their phones to book last-minute travel accommodations, Hotels.com LP is launching a transactional mobile site for consumers in Europe, the Middle East and Africa.

Hotels.com, built the site in-house and the company has high expectations for mobile as a revenue stream, says Bastiaan Ellen, Hotels.com marketing manager. Hotels.com is using Fetch Media to create a mobile advertising campaign for the new site and optimizing mobile advertising to the best-converting smartphone operating systems, which will include Apple Inc.’s iPhone platform and Google Inc.’s Android.

To make it easy for mobile consumers to make a purchase, the site  offers five options on the home page: sign in to a user account, access the site’s loyalty program, view reservations, access customer care and research and book a hotel.

Making the site navigation straightforward should help drive bookings, says James Connelly, Fetch Media’s managing director.

“There’s been a big shift in consumers using their mobile phones to access sites like Hotels.com,” he says. “After noticing that users were accessing its normal site through their mobile browsers, Hotels.com decided it wanted to turn that traffic into revenue, which requires giving consumers a mobile-specific destination that offers them the best possible experience.”

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